随着我国金融供给侧结构性改革不断深化，各类银行业金融机构在金融产品和金融 服务上已势均力敌，金融市场的竞争已经迅速转变为金融品牌的竞争。城市商业银行作 为银行业组织体系中发展速度和势头最强劲的金融主体，虽然资产规模和企业影响力在 不断扩大。但是，由于城市商业银行发展历史较短，品牌战略意识薄弱，品牌管理中存 在的缺陷也逐渐暴露。 H 银行作为 H 省首家法人城市商业银行，随着企业管理的不断健全及优化，已经从 品牌创建、品牌定位、品牌文化和品牌影响等多个维度开展了品牌管理工作。本文从金 融品牌管理的内涵入手，对 H 银行的品牌塑造历程进行了完整复盘，围绕 H 银行确定 的“朋友金融”核心品牌理念，梳理了 H 银行的品牌建设体系、品牌传播方式、品牌管 理措施等方面的管理成果。随后，通过 SWOT 分析法和消费者问卷调查，对 H 银行的 品牌管理环境优势和发展中存在的问题进行了分析，总结出 H 银行的品牌管理天然优 势，提炼出品牌管理缺乏规划化和系统化问题。最后，根据品牌管理的相关理论，针对 H 银行品牌管理中存在的品牌战略、品牌定位、品牌营销、品牌文化等问题提出可操作 性建议，为提高 H 银行品牌管理水平提供参考。 本文在研究 H 银行品牌管理过程中，结合城市商业银行的特点，将品牌形象理论、 品牌识别理论、品牌定位理论、品牌文化理论、品牌传播理论等理论知识转化为操作方 法，在金融供给侧结构性改革、金融改革深化的时代背景下，寻求城市商业银行的健康 发展道路，为中小型银行业机构发展提供一些借鉴和思考。 关键词：城市商业银行；企业管理；品牌战略II Abstract With the deepening of the structural reform of the financial supply side in China, all kinds of banking financial institutions have been equally competitive in financial products and services, and the competition in the financial market has rapidly changed into the competition of financial brands .As the most powerful financial subject in the banking organization system, urban commercial banks are expanding their asset scale and corporate influence. However, due to the short development history of urban commercial banks and weak brand strategic awareness, the defects in brand management are gradually exposed. As the first corporate City Commercial Bank in H Province, with the continuous improvement and optimization of enterprise management, H Bank has carried out brand management from the aspects of brand creation, brand positioning, brand culture and brand impact. Starting from the connotation of financial brand management, this paper makes a complete review of the brand building process of bank h. focusing on the core brand concept of "friend finance" determined by H Bank, it combs the management achievements of H Bank in brand building system, brand communication mode, brand management measures, etc. Then, through SWOT analysis and consumer questionnaire survey, the paper analyzes the advantages of H Bank's brand management environment and problems in development, summarizes the natural advantages of H Bank's brand management, and extracts the lack of planning and systematization of brand management. Finally, according to the relevant theories of brand management, this paper puts forward operable suggestions for the brand strategy, brand positioning, brand marketing, brand culture and other problems existing in the brand management of H Bank, so as to provide reference for improving the brand management level of H Bank.III In the process of studying h bank's brand management, combining with the characteristics of city commercial banks, this paper transforms brand image theory, brand recognition theory, brand positioning theory, brand culture theory, brand communication theory, etc. from theoretical knowledge to operational methods, and seeks the healthy development path of city commercial banks under the background of structural reform and deepening financial reform on the financial supply side To provide some reference and thinking for the development of small and medium-sized banking institutions. Key Words:City Commercial Bank；Business management；Brand strategyIV 目录 第一章 绪论...............................................................................................................................1 1.1 研究背景及意义...........................................................................................................1 1.1.1 研究背景.............................................................................................................1 1.1.2 研究意义.............................................................................................................2 1.2 研究对象.......................................................................................................................2 1.3 国内外研究现状...........................................................................................................3 1.3.1 国外研究现状.....................................................................................................4 1.3.2 国内研究现状.....................................................................................................4 1.4 研究工具与方法...........................................................................................................6 1.4.1 研究工具—SWOT 矩阵................................................................................... 6 1.4.2 研究方法.............................................................................................................7 第二章 品牌建设相关理论基础...............................................................................................8 2.1 品牌理论综述...............................................................................................................8 2.1.1 品牌的定义及内涵.............................................................................................8 2.1.2 金融品牌的定义及内涵.....................................................................................9 2.1.3 我国银行业品牌发展历程...............................................................................10 2.2 品牌形象理论.............................................................................................................11 2.3 品牌识别理论.............................................................................................................11 2.4 品牌定位理论.............................................................................................................12 2.5 品牌文化理论.............................................................................................................12 2.6 整合品牌传播.............................................................................................................13 第三章 H 银行品牌管理现状分析.........................................................................................14 3.1 H 银行简介..................................................................................................................14 3.2 H 银行品牌塑造历程及现状......................................................................................15 3.2.1 H 银行品牌塑造历程........................................................................................15 3.2.2 H 银行品牌价值主张........................................................................................16V 3.2.3 H 银行品牌建设体系........................................................................................16 3.2.4 H 银行品牌传播管理........................................................................................18 3.2.5 H 银行品牌管理措施........................................................................................19 3.3 H 银行品牌管理的内外部环境分析..........................................................................19 3.3.1 机遇分析...........................................................................................................19 3.3.2 威胁分析...........................................................................................................21 3.3.3 优势分析...........................................................................................................22 3.3.4 劣势分析...........................................................................................................23 3.4 H 银行消费者问卷调查...........................................................................................24 3.4.1 品牌宣传方式接受度分析...............................................................................24 3.4.2 品牌认可度分析...............................................................................................25 3.4.3 品牌管理评价分析...........................................................................................26 第四章 H 银行品牌管理存在问题.........................................................................................27 4.1 品牌管理认识不全面.................................................................................................27 4.1.1 品牌管理地位较低...........................................................................................27 4.1.2 品牌管理存在误区...........................................................................................27 4.2 品牌识别不够清晰.....................................................................................................28 4.2.1 品牌特点不鲜明...............................................................................................28 4.2.2 品牌识别呈短期效应.......................................................................................28 4.2.3 品牌内涵单一...................................................................................................29 4.3 品牌定位不够精准.....................................................................................................29 4.3.1 品牌定位与消费者预期不符...........................................................................29 4.3.2 品牌定位固化...................................................................................................29 4.4 品牌文化单薄.............................................................................................................30 4.4.1 品牌内化程度不足...........................................................................................30 4.4.2 品牌文化缺乏深度...........................................................................................30 4.5 品牌保障力度不足.....................................................................................................31 4.5.1 品牌服务不完善...............................................................................................31VI 4.5.2 品牌危机研判不足...........................................................................................31 第五章 H 银行品牌管理优化方案.........................................................................................32 5.1 确立品牌战略地位.....................................................................................................32 5.2 明确品牌定位特点.....................................................................................................32 5.3 深化品牌文化建设.....................................................................................................33 5.4 整合品牌传播方式.....................................................................................................34 5.5 构建品牌保障措施.....................................................................................................35 第六章 结论与展望.................................................................................................................36 6.1 结论.............................................................................................................................36 6.2 不足与展望.................................................................................................................37 作者简历...................................................................................................................................38。。。。。。以下内容略